What Good Internal Communication Actually Looks Like

Effective internal communication is more than just sharing updates - it builds trust, improves engagement, and aligns teams. Done right, it can boost productivity by up to 25% and reduce costly misunderstandings.

Here’s what strong internal communication looks like:

• Consistent Rhythm: Regular updates build trust and prevent information overload. Use a calendar to plan communications.
• Transparency and Trust: Open, honest communication strengthens credibility. Act on feedback and share clear updates.
• Clarity: Keep messages simple and concise. Use visuals where needed to avoid confusion.
• Two-Way Dialogue: Encourage feedback through surveys, meetings, and open-door policies. Employees who feel heard are more engaged.
• Alignment: Link messages to organisational goals. Show how individual contributions fit into the bigger picture.

Signs it’s working: High engagement, shared understanding, trust in leadership, timely updates, and visible action on feedback. Poor communication could cost your organisation up to £12,000 per employee annually - so getting it right isn’t optional.

Want to improve? Start with a clear strategy, train managers to communicate well, use digital tools wisely, and ensure consistency across internal and external messaging. Align communication to your organisation’s goals and watch productivity soar.

How to Create a World Class Internal Comms Strategy with Jenni Field | IC Masterclass

5 Key Traits of Good Internal Communication

Strong internal communication thrives on five essential traits that ensure information flows smoothly, trust is nurtured, and teams stay aligned. These traits highlight how structured messaging can enhance engagement and contribute to organisational success.

Rhythm: Establishing a Consistent Communication Schedule

Consistency breeds trust. When employees know when and what to expect, it fosters a sense of security and engagement. A predictable communication rhythm is especially critical in remote work settings.

"One of the most important things we've learned now that so many people are working remotely is the importance of communicating predictably".

To create this rhythm, start with a messaging calendar that organises all communications, from weekly updates to quarterly town halls. This approach prevents information overload and ensures nothing is overlooked. A well-designed calendar should include feedback loops, allow time for urgent updates, and use tools like colour-coding to categorise content by campaign or goal. Timing is also key - schedule messages during peak activity periods and align high-priority updates with significant business dates.

Trust: Building Credibility Through Transparency

Trust is the cornerstone of effective internal communication, and openness is the quickest way to build it. Acting on feedback can increase trust by 75%, and consistent recognition significantly boosts engagement - employees who feel acknowledged are 27% more engaged and 35% less likely to leave.

One example is a tech firm's weekly "Leadership Update" email, where the CEO and senior leaders shared business performance, successes, and challenges. This transparency reinforced company goals and strengthened trust.

Leaders can further bolster credibility by maintaining consistent messaging, hosting live Q&A sessions, and creating opportunities for anonymous feedback. Some organisations even share unedited employee survey results or make executive meeting notes accessible to all staff [13, 16].

Clarity: Delivering Clear and Purposeful Messages

Clarity in communication eliminates confusion, boosts productivity, and keeps employees engaged. With the average worker receiving over 120 emails daily and an attention span of just 8 seconds, it's crucial to convey information effectively.

To ensure clarity, use plain language, keep sentences concise, and organise information into clear bullet points. Simplifying complex topics with visuals or other digestible formats can further enhance understanding. Employees want to know what’s happening, why it matters, and how it affects them.

Two-Way Dialogue: Encouraging Employee Input

Internal communication works best as a dialogue, not a one-way broadcast. For instance, a healthcare organisation introduced "Feedback Friday", a space for teams to discuss successes and identify areas for improvement, preventing issues from escalating.

Implementing open-door policies, regular team meetings, and anonymous surveys creates opportunities for employees to share their thoughts. Brief, anonymous surveys can also ensure that everyone feels heard and that feedback shapes future communication strategies [14, 17].

Alignment: Connecting Communication to Organisational Goals

Every internal message should tie back to the organisation’s broader strategy and goals. When employees see how their work contributes to the bigger picture, engagement increases - teams with high engagement can achieve up to 21% higher profitability.

Aligning high-priority messages with key business milestones and linking recognition programmes to company values reinforces this connection. For example, an e-commerce firm's "Spotlight" programme allowed peers to nominate colleagues who exemplified company values. This not only celebrated individual contributions but also strengthened team cohesion.

How to Spot When Internal Communication is Working

Identifying effective internal communication can sometimes feel elusive, but there are clear signs that show when your organisation has found its rhythm. These go beyond basic metrics, revealing genuine engagement, trust, and alignment within your team. Let’s look at the markers of strong internal communication.

High Employee Engagement

When communication clicks, engagement levels soar. Employees who feel connected can boost productivity by 20-25%. This isn’t just about showing up - it’s about showing up with purpose.

Engaged employees actively participate in meetings, complete surveys, and volunteer for cross-team projects. They’re not just ticking boxes; they’re eager to contribute. The numbers back this up: teams with engaged employees see 59% lower turnover, are 17% more productive, and contribute to 6% higher profit margins for their companies.

You’ll notice engagement in how employees ask questions during town halls or step up for initiatives beyond their immediate roles. This level of involvement reflects a communication strategy that fosters connection, not just compliance.

Shared Understanding Across Teams

Clear communication ensures everyone is on the same page. When teams interpret goals consistently and work towards shared objectives, it’s a sign your messaging is hitting home.

This alignment shows up in subtle but powerful ways. Teams reference common priorities and values, use consistent language about initiatives, and collaborate seamlessly across functions. There’s no confusion about what’s important or who’s doing what.

Without this clarity, miscommunication can derail projects - 44% of employees say poor communication leads to delays or failures. Effective internal communication flips this narrative, ensuring projects run smoothly because everyone understands their role and the broader mission.

Clear Trust in Leadership

Trust in leadership grows when communication is timely, transparent, and honest. This trust isn’t abstract - it’s visible in how employees behave. They share concerns openly, approach managers with problems, and trust leadership to act in the organisation’s best interest.

During times of uncertainty, trust becomes even more apparent. Employees stay engaged, even when they might not agree with every decision, because they believe leadership is being upfront about the situation. They quote leadership messages accurately, echo key updates in their conversations, and champion the communication instead of questioning it.

When employees trust leadership, they don’t just listen - they internalise and share the messages, becoming advocates rather than sceptics.

Timely and Relevant Updates

Good communication means employees aren’t left wondering, “What’s going on?” Updates arrive before the rumour mill starts, keeping everyone informed and prepared. Employees don’t just know what’s happening - they understand why it matters to them.

This approach is crucial in avoiding information overload, especially when only 21.33% of company-wide emails are opened. Timely updates, tailored to employees’ needs, ensure the right information reaches the right people at the right time.

During crises or major changes, this proactive communication reduces anxiety. Employees know where to find accurate information and feel reassured by regular, clear updates that address their concerns directly.

Feedback Loops That Drive Action

When employees see their feedback lead to real change, communication shifts from one-way announcements to meaningful dialogue. Leadership that listens - and acts - creates a virtuous cycle of engagement and trust.

This is evident when leaders reference employee feedback in their updates, implement suggested changes, or adjust policies based on survey results. Employees can trace their input to tangible outcomes, which encourages further participation.

This kind of responsiveness transforms communication into a tool for continuous improvement. Employees feel valued, fostering a culture of openness and collaboration. Compare this to the 87% of corporate employees who feel their employers don’t communicate effectively, or the 31% engagement rate in the US workforce. When you see the positive signs listed above, it’s clear your organisation is breaking away from these trends, building a connected and informed team that drives success.

5 Steps to Improve Internal Communication

Improving internal communication doesn’t happen by chance - it requires thoughtful planning and execution. With 60% of businesses lacking a long-term internal communications strategy, taking deliberate steps can set your organisation apart. Here’s how to create communication that resonates and drives results. These steps build on the principles of rhythm, transparency, clarity, dialogue, and alignment.

Create a Clear Internal Communication Strategy

A lack of strategy is the biggest reason internal communication often falls short. To be effective, your communication plan must directly link to your organisation’s business goals rather than exist as a standalone effort. This is especially important given that only 51% of employees trust senior leadership.

Start by aligning your communication strategy with your organisation’s overall objectives. Demonstrate how communication activities contribute to achieving business goals. Focus on content that drives measurable outcomes.

Craft a strong strategic narrative that explains what your organisation stands for and why it matters. Employees need to connect with the why behind your work. This narrative serves as the backbone of all your communication efforts.

Use the SMART framework to set specific and measurable goals. Limit your focus to 2–3 objectives per quarter, and define success metrics in advance. These could include survey results, email open rates, or engagement scores. Consider both qualitative indicators, like trust levels, and quantitative measures, such as participation rates.

Poor communication can be costly - businesses have reported £28 billion in losses due to misunderstandings. Building a solid strategic foundation ensures your efforts deliver value. Once your narrative is clear, empower frontline leaders to bring it to life.

Train Line Managers as Communicators

Line managers play a crucial role in communication, but 76% of communication professionals rate them as ineffective communicators. Since managers and leaders account for two-thirds of the impact on employee attitudes and behaviour, improving their communication skills is a significant opportunity.

The challenge is clear - only 73% of leaders see communication as an essential skill. This disconnect can undermine even the best communication strategies.

Equip managers with practical skills to communicate effectively. Training should include active listening, clear messaging, and adapting communication styles to suit different team members. Help managers recognise their own communication style and how it affects others.

Provide simple tools like checklists, talking points, and templates for team discussions. Use role-playing exercises to tackle real-world scenarios and build confidence through workshops and peer coaching.

"It's important that we support line managers to improve communication by understanding their communication style, how it impacts others, and how it can improve workplace relationships" – Jenni Field, Redefining Communications

Make communication part of performance reviews. When managers know their success is tied to effective communication, they’re more likely to invest in improving. Employees with strong communicators as managers are nearly three times more likely to feel engaged.

Use Digital Tools to Enable Dialogue

The right digital tools can transform communication from one-way broadcasts into meaningful conversations. Teams see a 25% boost in productivity when internal communication is effective, especially when platforms encourage dialogue rather than just distributing information.

Select tools that support real-time collaboration. Slack, for example, is widely used for team-level communication, with plans starting at around £3.50 per user per month. Microsoft Teams, used by over 300 million people, integrates seamlessly with other Microsoft products.

For organisation-wide messaging, platforms like Staffbase are excellent for managing content and reaching employees across multiple channels. For frontline teams, Connecteam offers mobile-friendly solutions starting at £28 per month for up to 30 users.

Don’t rely on a single platform - combine tools for a more effective communication ecosystem:

• Use email for detailed updates.
• Instant messaging for quick interactions.
• Video platforms for storytelling or complex topics.

Set clear guidelines for how each tool should be used to avoid information overload. For example, use instant messaging for urgent updates and email for less time-sensitive details. Monitor the performance of each channel to see what resonates most with your teams.

Set Standards for Tone, Timing, and Openness

Consistency builds trust, yet only 44% of employees believe senior leaders are doing their best for them. Establish clear standards to ensure your communication is reliable and credible.

Develop tone of voice guidelines that align with your organisation’s values. Keep language simple and avoid jargon. While the core message should remain consistent, adapt the delivery for different audiences, from frontline workers to executives.

Plan communication frequency in advance and stick to it. Use a shared calendar to schedule updates, town halls, and campaigns. Spread out communications to prevent inbox fatigue - especially since only 21.33% of company-wide emails are opened.

Timing matters too. Send messages when employees are most likely to engage - mid-morning or early afternoon for office workers, and at shift-change times for others.

Transparency is equally important. Address difficult topics head-on and be honest if details are still unfolding. Provide timelines for follow-ups to maintain credibility. This approach counters the perception that 87% of employees feel their employer communicates poorly.

Align Internal and External Communication

Consistency between internal and external messaging is vital. When employees hear one thing internally but see another externally, trust is eroded, and credibility suffers.

Ensure your internal communication team collaborates closely with marketing and external communication teams. This ensures key messages are consistent across all channels, even if the level of detail varies. Employees should always hear important news internally before it’s shared publicly.

Create message matrices to adapt core messages for different audiences while maintaining alignment. Use the same brand voice and values in both internal and external communications. This consistency strengthens your organisation’s identity and helps employees become confident, authentic ambassadors.

When internal and external messaging align, employees feel informed and empowered to represent the organisation. This alignment not only boosts engagement but also enhances relationships with external stakeholders. Employees play a crucial role in shaping an organisation’s reputation and brand, making this step essential for long-term success.

Comparing Internal Communication Models

Creating a communication culture that fosters rhythm, trust, and clarity requires selecting the right approach. The model an organisation chooses can significantly shape its employee engagement, trust levels, and overall performance.

Top-Down vs Two-Way Communication

When it comes to internal communication, most organisations rely on either a top-down or two-way model. Each has its strengths and challenges, making them better suited for different scenarios and organisational cultures.

Top-down communication operates within a traditional hierarchy where information flows from leadership to employees. This approach is directive and authoritative, making it highly effective for quickly sharing critical updates or directives. It's particularly useful during crises or when swift action is required, such as announcing major organisational changes.

On the other hand, two-way communication encourages an open exchange of ideas between all levels of the organisation. This model prioritises engagement and feedback, transforming communication into a dialogue rather than a one-way broadcast. By fostering interaction, it helps build trust and a sense of inclusion among team members.

The benefits of two-way communication are striking. Research shows employees who feel their feedback is acted upon are 17% less likely to experience stress. Moreover, those who report receiving meaningful feedback in the past week are nearly four times more likely to be actively engaged in their work.

To better understand these models, here’s a comparison across key areas:

Blending Communication Models

The distinction between these models isn't about choosing one over the other but understanding when and how to apply them. Research highlights that while average organisations often rely solely on top-down communication, high-performing ones integrate both top-down and bottom-up approaches.

Bottom-up communication plays a crucial role in driving innovation. By valuing frontline insights, organisations can uncover ideas and solutions that might otherwise remain hidden. This approach also breaks down hierarchical and departmental barriers, making organisations more agile and responsive.

The most effective organisations strategically combine these methods. Top-down communication is ideal for urgent announcements or strategic directives, while two-way communication supports ongoing dialogue, feedback, and innovation. Striking a balance ensures a communication culture that aligns with broader goals while maintaining the rhythm, trust, and clarity needed for success.

To optimise your approach, assess your current mix: too much top-down communication may stifle creativity and trust, while over-reliance on two-way communication can slow decision-making when speed is critical. By integrating both models thoughtfully, organisations can create a transparent and inclusive environment, ensuring communication supports both immediate needs and long-term objectives.

Conclusion: Building Better Internal Communication

Internal communication isn’t about bombarding employees with messages or relying on overly intricate systems. It’s about creating a rhythm, fostering trust, delivering clear messages, and ensuring alignment - all of which can significantly improve how your organisation operates. Research shows that employees in high-trust workplaces are 76% more engaged and 50% more productive.

To get it right, focus on four key principles:

• Rhythm: Establish regular, predictable touchpoints to keep everyone connected to company progress. Consistency is key here - sporadic communication won’t cut it.
• Trust: Build trust through transparency and reliable actions. Share major updates internally before they go public, and make leadership visible and approachable.
• Clarity: Communicate what matters and why. Avoid jargon or corporate buzzwords - straightforward messaging resonates more effectively.
• Alignment: Ensure every communication reinforces your organisation’s priorities and values, keeping everyone moving in the same direction .

The importance of effective communication can’t be overstated. It directly impacts engagement and performance. With nearly 60% of employees finding leadership communication lacking and organisations potentially losing up to £11,500 per employee annually due to poor communication practices, the stakes are high.

Start by understanding your team’s preferred communication channels, implementing a consistent schedule, and prioritising honesty in every interaction. Actively seek out and respond to feedback from frontline employees. Trusted organisations, after all, outperform their competitors by as much as 400%, making strong internal communication not just beneficial, but essential for success.

FAQs

How can organisations align their internal communication strategy with their business goals?

To make internal communication truly align with business goals, it’s important to start by taking a close look at your current practices. What’s working? What isn’t? From there, set clear objectives that directly tie into your organisation’s overall strategy. This way, every message and initiative serves a clear purpose.

A strong plan is your foundation. Define measurable goals, choose the right communication channels for your audience, and commit to regular check-ins to track progress. Building a culture where trust, transparency, and open dialogue thrive is equally important. When people feel heard and included, they’re more likely to connect with the organisation’s vision and priorities.

By weaving these elements into your approach, internal communication can become a driving force for success, creating a workplace where everyone pulls in the same direction.

What are the best digital tools for fostering two-way communication in remote or hybrid teams?

For remote or hybrid teams, maintaining strong two-way communication is key to fostering collaboration and building trust. Digital tools can make this much easier. Platforms like Slack and Microsoft Teams are perfect for instant messaging, offering quick and efficient ways to stay connected. For virtual meetings and face-to-face discussions, Zoom and Google Meet are invaluable.

On top of that, Google Workspace provides a seamless way for teams to co-create and share files in real time, while modern intranet systems serve as central hubs for company news and team interactions. Together, these tools help keep communication clear, teams connected, and productivity on track, no matter where everyone is located.

How can managers improve their communication skills to better engage their teams?

Managers can improve their communication and strengthen team connections by prioritising clarity, conciseness, and active listening. These foundational skills ensure messages are understood while also making team members feel valued and heard.

Participating in training programmes designed to develop trust-building, conflict resolution, and constructive feedback techniques can be especially effective. Hands-on activities like role-playing scenarios, team discussions, and feedback sessions provide managers with opportunities to practise these skills in practical settings, helping them build confidence and adaptability.

When managers commit to open dialogue and consistently apply these techniques, they can shape a workplace environment where communication flourishes and teams experience a genuine sense of connection.

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